Draw from New Buckets to Fill Your Non-Dues Revenue Needs
Blue Sky blogger Jocelyn Fielding insists it's possible during the COVID-19 crisis to continue driving non-dues revenue while communicating effectively with your members. The key is creating a communications strategy that pulls from "five buckets" and allows your association to customize relevant content for different member groups. Bucket 1 is sponsored e-mails and content, which enable supplier members and exhibitors to showcase their products and services to your members. In Bucket 2 are webinars and white papers. Associations must continue to be the driving force in most industries for continuing education and industry certifications, and webinars and white papers can help in that regard. Bucket 3 has direct mail pieces and special sections in print publications. Bucket 4 includes e-newsletters and websites. Fielding writes, "Your association can complement its traditional website advertising with newer programmatic opportunities, including website retargeting, to help drive engagement." The final Bucket is content hubs and online communities -- "microsites" that can serve as "one-stop shops" for all the different content the association offers, including member news, feature articles, and blogs.
SmithBucklin Content helps you position your organization as an authoritative source of timely, relevant, comprehensive and engaging industry intelligence. Contact us to learn about partnering with SmithBucklin Content to create a customized content strategy for your organization.